It’s a familiar story:

A finite, precious resource, long taken for granted in North America, but now coming under increased demand from the emerging middle classes of the developing world.

No, we’re not talking about oil. We’re talking about fresh water.

And what makes it even worse?

There is no leftover-from-fast-food solution to humanity’s need for hydration.

Goldman Sachs estimates that global water consumption is doubling every 20 years – a rate of growth that it describes as (duh) “unsustainable”.

More on the looming water problem, and its shorter-term impact on industry, from the Economist.

Photo by Pear Biter